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How YouTube Killed the MTV Star—in 3 Stats

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For Gen Z, YouTube is taking over the role MTV once played for older generations…

TL;DR

  • Gen Z is still watching music videos—but on YouTube not TV
  • Many have discovered songs and artists directly on YouTube, not just following viral hits or algorithm recommendations
  • Sometimes, this music discovery happens accidentally, as some Gen Z is finding new music recs through YouTube videos
Remember when MTV was the place to go for music discovery? For Millennials (and of course Xers—don’t hurt us Gen X, we know MTV was yours first!),MTV was the place to watch the hottest videos, catch countdown shows like Total Request Live, and see what everyone was listening to that week. It was appointment viewing:...

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